But beyond the fact that it’s so easy to use, what exactly is it that we find so irresistible about this tiny, seemingly innocuous function? And why are we so compelled to like people, updates, and media online?

According to Facebook's Help Center, a like is “a way to give positive feedback or to connect with people you care about.” The giant recently released statistics indicating that over 65 million users like things daily, and although it’s generally more popular among younger users, people of all ages seem to enjoy pressing the like button.

The fact that it’s such a popular element of the platform’s functionality goes a long way in showing how important it is, both for the people sending it, and those of us receiving it.

What lies behind our obsession with like?

Like has become much more than just a positive reaction toward a post or update; it has evolved into a feedback toward the person her/himself. As a rule of thumb, the more likes you get, the more loved you’ll feel. In fact, according to anthropologist Krystal D'Costa, the like button has become so influential as a tool, that it can boost or shatter one’s ego—in effect, it has become "an extension of one's digital personal." Not only that, but other researchers have shown that like-based communication actually decreases the feeling of loneliness, as it conveys a sense of empathy and caring.

From the sender's perspective, sending a like can have the same effect as smiling or saying a kind word to someone. It is basically a really easy, low-cost way to communicate positive feedback.

So why do we like things? People send compliments on a daily basis for a whole range of reasons, including some rather more strategic ones such as wanting to appear nice, to ‘suck up’ to someone, or to gain something in return ("You look so nice today… Can I borrow your car?"). Complimenting a person is literally priceless—it doesn’t cost you anything and it can be accomplished with minimum effort. You don't even have to mean it—people love to receive compliments even if they are very much aware of its manipulative usage. In fact, taken to its extreme, paying a compliment is a 'legitimate' opportunity to lie, which is something that people subconsciously tend to enjoy doing from time to time.

Apart from transmitting a positive signal, the act of liking something is evidence of one's existence in the online realm. Comments affiliated with the like 'signature' actually constitute your reputation online, and liking the same things that others within our network already like reaffirms our connection with the group by identifying points we hold in common. And there is, of course, the hope that a favor will be reciprocated—I liked your post, now you have to like mine.

In recent years, the opportunity to like something or somebody has spread outside the boundaries of Facebook to other sites. One can press like after reading a news report, purchasing an accessory, or watching a movie. In these cases, liking something is an indication of the consumer's satisfaction with the product or content, in which the like becomes a way to communicate their views and thoughts to other virtual users that they’ve never met before.

Your likes reveal more about you than you think.

Aside from the positive psychological impact of the Facebook like, as a function it’s certainly not without its issues. In the Spring of 2013, a piece of research conducted by psychologists at Cambridge University blew the lid on how this easily accessible digital record of your behavior can be used (ultimately without your consent) to extract sensitive personal information about you—the kind of information that you might not even share with your closest friends.

In the study, over 58,000 volunteers consensually provided their Facebook likes, detailed demographic profiles, and the results of several psychometric tests. Using logistic/linear regression, the researchers were able to predict individual psycho-demographic profiles simply from their likes. In a nutshell, they found that your likes can reveal everything from your sexual orientation, personality traits and IQ, to your race, age and gender. They can predict your religious and political views, whether your parents are separated, how happy you are, and even whether you use addictive substances or not.

But, what drives people to like things outside the boundaries of Facebook’s walls if the action is not accompanied by a social reward? You will find out the answer in the second part of this blog.

It is exactly that. You clearly detailed what there is to say about the 'like' button. I also believe it has to do with ones personal attachment style and personality. I believe it is an unconscious effort than a conscious one. When little human contact is involved, you need another way to make up for it. Here comes social media sites like FB. Some people also want a 'dislike' button. I think it will be the worse idea ever. Imagine what a 'dislike' button can do to you. That will reveal more about you than what you previously 'like'.

But that's the thing I don't get with the obsession of the 'like' button. I think the majority of users just do it out of practice and autonomity behavior that is as simple as driving a car. I think when our family members post a photo of themselves, it makes sense to 'like' it. Is family. Or when a team posts a huge win against a divisional opponent. That makes sense as well. I think for the most part these short examples are exactly what you should do, after all, family is blood and our sports teams are like family. But what about for our friends? Is it really a nice ego boost? Does it really boost your self-confidence? Research has shown that anonimonity behavior makes us live outside the rules. Even though our names may be shown or our profiles, we don't need to show any contact with the person if we can see a post from the comfort of our home. We will be safe, free from getting in trouble...unless of course, verbal disagreement literally ticks you off. Then I think is safe to say that FB has taken your life than driving your car. Then that will be detrimental.

I can make some educated guesses how a simple 'like' can give you a social reward. Like more friends on the site or more reliability from those who consistently like your posts. Then it would be an intrinsic reward, right? I mean, you are feeling good and are not getting some monetary reward. Unless, of course, you get a date, then the reward would be, technically, social. But is there such a thing as a social reward on FB? Or on the internet for that matter? Unless of course when you buy something off Amazon, but that will be an intrinsic reward, and of course: external rewards we hate, but we gotta work.

I question such a thing. But I'll keep an eye out on your post and read what you have to say about it.

Hi Frank
Thanks for your interesting comment. you raised some valuable points. As for your say about social reward, it is correct when we talk about Facebook environment, but outside the boundaries of Facebook, the story is quite different. I would like to read your input after I will publish the second part of the blog.

Very good points being made on the issue of hitting the like button. But what about those who choose to not hit the like button. I would be curious to see a study done on that. I really get the impression that people will often not hit a like but for reason such as jealousy, intimidation, and / or fear. I have studied human behavior since childhood and have noticed a lot. I will however, sum up my thoughts on the issue briefly. I really feel that sometimes people will consciously / subconsciously not hit a like on an obvious beautiful female because of perspsectives such as, "She think she all that!" She is too attractive so I will try and diminish her by not hitting like!" Now there are those who would respond to this by saying, "Well there are pretty women on Facebook who get many likes, so if that is the case why are they not treated as hostile?" I would respond by saying there are only different types of looks that tend to be sought out for the most envious hostile treatment, especially people who feel that she is prettier than average. While some pretty girls are not envied,some are because they tend to be perceived as standing out in the crowd in a particular unique way, etc. However, in cases where she is family or a close friend, or someone that a person seeks to become more social with, they will hit the like button. Furthermore, people need to stop looking for validation from Facebook, Instagram, etc. because people play too many psychological games. Furthermore, there is so much more that could be said on this issue.